Coalition loyalty programs have been suffering lately. Since their beginning coalition programs set out to create a single loyalty program that connects multiple retailers and brands throughout various industries. The thought behind these programs was if one loyalty program could be used throughout multiple brands that would help the whole and get more customer loyalty across all participating brands.
But recently things do not look like they are working as intended and coalition programs, like the Plenti® program, have an uncertain future. With multiple brands deciding to branch out and create their own branded loyalty program, it looks like coalition programs are nearing the end of their days.
So, what lessons can be learned from the rise and fall of coalition loyalty programs? […]
I love a compelling story. So much so, I majored in English as an undergraduate…and I’m also a member of two book clubs.
When I went back to school for my master’s in business, I realized that these professors cared about stories just as much as my English professors did – they just called it by another name: the customer journey. Traditionally, marketing experts depicted the customer journey in a linear framework, from awareness to advocacy.
In the early 2000s, McKinsey & Co. revolutionized the notion of customer journeys, unveiling a new non-linear shape. Customers, they said, inhabit a journey “loop,” with four discrete stages: […]
Whenever I Google “pizza delivery near me,” I’m overwhelmed by the number of options I have at my disposal. That’s why it’s important for any restaurant – but particularly those in highly competitive spaces – to think about what they’re offering customers that sets them apart from the competition.
When restaurant owners think about how their customers decide between them and their competitors, they often think that people’s decisions are made primarily based on food and customer experience. While that’s still true, there’s a crucial third element that consumers use to choose among their options — how restaurants use technology to facilitate guest engagement. […]
If you go on a first date but aren’t able to establish a connection, it’s usually no big deal. After all, there are plenty of other fish in the sea! But when you operate a restaurant and you’re not compatible with your guests, that’s a different story. Those are the fish in the sea — and your business is only as strong as your compatibility with your customers.
From grocery stores and restaurants to alternative meal sources like Blue Apron, guests have a vast number of options when it’s time to eat, and the list is growing all the time. And with that many options guests will quickly lose interest in a restaurant if they encounter anything that disrupts a convenient and pleasant dining experience.
The problem for restaurants is that in many cases they are disrupting their customers’ experiences — creating friction in what otherwise should be a smooth and easy interaction — without realizing it. […]